Tesco's holiday campaign gives a cheeky nod to the UK's tumultuous politics

Spot from BBH introduces the 'Christmas Party' which 'delivers joy'

Published On
Nov 07, 2022

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It's no understatement to say that UK politics has been through a tumultuous time recently, what with Boris Johnson being forced from office in July, then Liz Truss removed after 44 days in the job of Prime Minister after causing financial turmoil. Now new Prime Minister Rishi Sunak is having to grapple with the aftermath, amid the cost-of-living crisis and global inflation.

Perhaps that's why Tesco is giving a nod to party politics in its Christmas ad this year, albeit in a cheeky and upbeat way.  The spot by BBH begins with the words "A Christmas Party Broadcast" on-screen in rosette adorned with a mince pie. "Britain, there's a joy shortage," the voiceover begins. "So we at Tesco have formed the Christmas Party to help."

It goes to serve up more political language, claiming that Tesco can bring "more pigs in blankets to more people" and as well as "award-winning wines that deliver on budget" (perhaps a nod to Liz Truss's disastrous "mini-budget?") There's also a Brexit reference, with Tesco suggesting "a referendum to see if Love Actually is actually the greatest Christmas film"). Christmas carol singers meanwhile canvas for "scrapping bedtimes for all" at a family's front door, and one voter gets super-excited by being told that "bin day" is "today." "We stand for joy," Tesco tells us, while reminding us of its low prices.

Tesco's topical references caused some trouble last year, with thousands complaining about a scene in which Santa brandished a Covid "vaccine passport." This year, according to the retailer, it's aiming to "reflect the mood of the nation and show that despite the tough current climate, festive merriment will still be high on the nation’s agenda."

"It’s very important that our seasonal campaigns reflect how our customers genuinely feel and what we know they are looking for," said Alessandra Bellini, chief customer officer at Tesco, in a statement. "We understand that it is a tough time at the moment with everyone’s finances under pressure, but we also know that people are looking forward to Christmas – in fact, our research shows that there is even more excitement around it than usual.

The ad, directed by Fredriek Bond from MJZ production, broke on TV last night during the first episode of "I'm a Celebrity Get Me Out of Here" --- the reality show on which, aptly, Conservative MP and former Health Secretary Matt Hancock is due to be a contestant. 



Nov 07, 2022
Client :
Agency :
Chief Customer Officer :
Alessandra Bellini
Chief Brand Proposition and Marketing Comms Director :
Emma Botton
Group Marketing Communications Director :
Murray Bisschop
Head of Seasonal Campaigns :
Alicia Southgate
Campaign Manager :
Simon Boiko
Campaign Assistant :
Toni Hamilton
Lead Creative Team :
Marc Rayson
Lead Creative Team :
Callum Prior
Creative :
Sam Caren
Creative :
Aubrey O'Connell
Creative Director :
Christine Turner
Creative Director :
Kevin Masters
Studio Lead :
Andy Cooke
Studio Lead :
Anthony Jones
Studio Lead :
Rob Wilson
Creative Producer :
Julian Cave
Global Chief Creative Officer :
Alex Grieve
Strategy Lead :
John Harrison
Strategy Director :
Hannah Slapper
Strategist :
Sam Guinivan
Producer :
Sarah Cowen
Producer :
Kreepa Naisbitt
Assistant Producer :
Tina Mwzange
Managing Partner :
Andrew Kay
Business Lead :
Tori Meadows
Business Lead :
Amy Crowe
Account Director :
Sammy Mendel
Account Director :
Georgia Rayner
Account Director :
Amy Harrington
Account Manager :
Olivia Harte
Account Executive :
Ashleigh Jacobs
Music Supervisor :
Hywel Evans
Music Supervisor :
Daniel O'Laifa
Production Company :
Director :
Fredrik Bond
Executive Producer :
Lindsay Turnham
Line Producer :
Alicia Richards
Production Manager :
Daisy Mostyn
Production Designer :
Dan Betteridge
Alex Barber
Music Supervisor :
Hywel Evans
Media Agency :
Edit House :
Marshall Street Editors
Editor :
Patric Ryan
Assistant Editor :
Joshua Sampson
Post House :
Selected Works
Shoot Supervisor :
Jonathan Westley
Colorist :
Hannibal Lang
2D Lead :
Dave Wishart
2D Lead :
Theajo Dharan
2D Artist :
Dan Adams
2D Artist :
Mahesh Chandrasekaran
2D Artist :
Stephanie Skarbek
2D Artist :
Georgie Ford
Amber Frisenda
Senior Producer :
Nicola Simmons
Sound House :
No 8
Sound Engineer :
George Castle
Sound Engineer :
Sam Robson
Licensing :
Born Licensing
Director :
David Born
Senior Licensing Executive :
Amber Cheung

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